Fossil expands smartwatch collection with Google Android

Fossil Group, Inc. has announced it will be expanding its smartwatch collection in 2018 and adding 9 brands to its lineup of Google Android powered smartwatches.

Michael Kors Access Sofie Touchscreen Smartwatch - Fossil Group, Inc.Currently, Fossil Group offers smartwatch options for five brands. Diesel, Emporio Armani, Fossil, Michael Kors and Misfit have smartwatches that are available to consumers this fall and holiday season. Expanding the partnership with Google will bring the total smartwatch count for Fossil Group to 300 styles under 14 brands.

Fossil has aggressively pivoted towards smartwatches. Greg McKelvey, chief strategy and digital officer at Fossil Group, said wearables is the fastest growing segment in their business. He noted Fossil is focusing on the female consumer who was "long neglected" by other wearables brands.

McKelvey said, "Customer demand is strong and getting stronger, and we're just on the front end of this business evolution."

Since introducing wearables this season, Fossil has already doubled its points of distribution for its connected devices. Additional brands that Fossil will add Google technology to in 2018 include Tory Burch, Marc Jacobs, Kate Spade New York, DKNY, Emporio Armani and Armani Exchange.

"Our partnership with Fossil Group has been a driving force for the growth of Android Wear's device portfolio, which has allowed us to offer users choices and diversity," said David Singleton, vice president of Android engineering at Google.

The user choices and diversity Singleton mentions are a reference to the fact that customers can customize their watch face displays. They can add shortcuts to other apps, music, and fitness goals within distinct design interfaces relative to each brand.

Fossil smartwatches are compatible with both Android and iOS phones. Fossil devices are now active in 50 countries across 21 languages, making Fossil the largest distributor of hybrid watches and touchscreen smartwatch options globally.